How To Position Your Features And Benefits

Customers can get confused sometimes. There are times when they cannot decide which one suits them. 

Here’s one example.

A male client calls in, asking the call center to cancel his credit card without any reason. You already know what he wants, but, it is important that you think first before honoring his request. Ask more questions to know his real concern. If he insisted on cancelling his card, ask something like this: “First of all, let me ask you this question: what was your reason before on availing this credit card?”

Then continue asking more. use the funneled questioning strategy to quickly identify the hidden concern.

As you start identifying the hidden concern of the customer, you can now position the features and benefits of your product or service. Remind him about how he can take advantage of them. Even from the features, you can tell him that yes, he can enjoy perks. He just needs to use them.

Reiterating the features is important and therefore useful, but it is much more helpful if you know how to put the benefits aside from their usual features.

A feature is a physical characteristic of your product or service. It is the only thing that customers can see.

A benefit on the other hand is about the thing that customer can gain from your product or service.

The feature of the membership card is exclusive access to all the privileges of a cardholder It offers low annual fees and finance charges

But the benefit of having a credit card is about the advantage of having it; for example you will not carry huge money for payment- the convenience of carrying money in just one piece. In case of emergency you can use it. And for availing it you can also earn points for rewards, which can be used for buying or free item.

Now, do you see yourself using the features and benefits of your product or service to gain more customers?